Publication Details
Abstract
This study analyzes the business development strategy of Warung Bakso Pak Din Bajulmati amid intense market competition. Despite its strong market positioning, sales remain inconsistent, necessitating a well-defined competitive strategy. The research employs Porter’s Five Forces Model, STP (Segmenting, Targeting, Positioning), and SWOT analyses to identify potential growth strategies. Findings suggest that a "Grow and Develop" strategy focusing on market penetration is most suitable. Key recommendations include maintaining product quality and competitive pricing, participating in culinary events, and enhancing social media promotions. These strategies aim to boost sales, attract more consumers, and strengthen the business’s market presence.